U of G Evolves Brand Identity. New Look, Same Mission: Improve Life 

The University of Guelph is launching a new look, evolving its brand for a new generation of Gryphons. 

The changes include a new logo and typography for both the University and the Department of Athletics in two designs that support digital accessibility while retaining the original artistic intent of the brand. 

U of G remains committed in its mission to Improve Life. As such, the updated visual identity signifies an evolution, not a rebrand, of current logo assets. This initiative marks a new chapter in the University’s brand history, says Dr. Rene Van Acker, interim president and vice-chancellor. 

“The University of Guelph’s updated visual identity is compelling, powerful and elevates our position as one of Canada’s leading universities,” says Van Acker. “I commend the hard work of all members of the U of G community who had a hand in this ambitious project and ensured everyone felt represented. Our evolved brand will elevate U of G’s recognition locally, nationally and internationally.”

Deirdre Healey, associate vice-president, communications and marketing, adds: “Having a unified visual identity is essential in today’s competitive post-secondary landscape as U of G aims to elevate its brand and reputation on a global scale. The evolved brand will strengthen the performance of marketing and communications across the institution.”  

Previous and evolved University of Guelph logos side by side. The previous logo features “University of Guelph” in stylized cursive writing inside a black box. The words “Improve Life” sit on its right. The evolved University of Guelph logo has the words “University of Guelph” below a digitally drawn emblem, a gold and red shield-like symbol with four icons: on the top is a golden Gryphon, a mythical beast looking right with its front claw slightly hovering above the ground, a sharp beak and sharp lines illustrating its wings; a book with a bookmark in its middle, a compass-like symbol with gold in its centre, and a cornucopia.

U of G visual evolution strengthens brand connections 

For the first time, the brand officially incorporates U of G’s Gryphon, connecting the University’s history with the rich legacy of Gryphon Athletics, which has been a vital partner in building U of G’s reputation and brand recognition.

U of G’s Department of Athletics worked in close partnership with members of the central communications and marketing team to offer crucial design feedback and facilitate consultations with the community. That partnership has led to a new logo for the Guelph Gryphons, which will be donned by generations of Junior Gryphons, U of G athletes, students and alumni to come.  

“Members of the U of G community are proud Gryphons, and the updated branding for the University and Athletics now embodies this shared identity,” says Scott McRoberts, director of Athletics. 

U of G is soft launching the updated brand to allow for a gradual rollout, with a formal launch this September. Merchandise with the evolved brand is now available at the Bookstore and Gryph’s Locker. This timing allows U of G’s Athletics to prepare new uniforms for upcoming seasons. For Junior Gryphon teams, there will be no mandate to replace existing branded uniforms; they will be updated only when necessary or due for a change.

A collage of the evolved University of Guelph-branded merchandise and promotional materials. On the left, a white vertical banner displays the University of Guelph logo, with a diverse group of students standing in front, dressed in various casual and university-themed apparel. Next to it, a black coffee mug features the university’s crest in gold and red. A white and red hockey jersey with a stylized gryphon logo and the number ‘22’ on the sleeve is also shown. Further right, a black football helmet with red and yellow gryphon accents and a metallic faceguard is displayed. An embroidered patch with a circular red and yellow design reads ‘JR GRYPHONS GUELPH.’ A textured close-up of the university crest is also included. A black business card with the University of Guelph’s name and logo sits atop a white business card. Additional elements include a red fabric texture with a stylized gryphon silhouette, a notebook with the University of Guelph crest and name embossed on the cover, and a transparent water bottle with the words ‘I AM A GRYPHON’ along with descriptors like ‘Determined, Engaged, Authentic, Caring.’ On the far right, another vertical banner with a red background showcases a black and yellow gryphon with the words ‘Guelph Gryphons’ below it, with yellow claw marks as a background element.

Inspired by U of G’s crest, designed in 1964, and the Gryphon name, officially adopted in 1967, the brand evolution weaves bold typography, vibrant colours and historic symbols into its original designs.  

The newly crafted Gryphon now sits atop the new emblem, a design choice made to deepen the connection between U of G and its Department of Athletics. The new Gryphon takes inspiration from the current U of G mascot as well as the Gryphon statue, unveiled in 2014.  

All logos and brand assets, including the refreshed emblem and wordmark, have been revitalized for print and digital media. Custom typography is now accessibility-compliant and emphasizes “Guelph,” the University’s main signifier, more clearly.

Previous and evolved Guelph Gryphons logos side by side. On the left is the old Guelph Gryphons logo, with “Guelph Gryphons” under an elongated, wide red gryphon, with sharp lines illustrating its wings and tail, one claw extended to the left. Its body is red with gold edges. The evolved Guelph Gryphons logo is more modern design, a red Gryphon with hints of gold in its beak, tail and wing. This mythical, regal beast looks right with its front claw slightly hovering above the ground, a sharp beak on its eagle-like head and a pair of wings.
Previous (left) and evolved Guelph Gryphons identity (right)

Designed in-house for our community, by our community

Lead designer Ethan Bersche, manager, brand strategy, collaborated with marketing and communications leaders across campus on the design process, with Michelle Pino, manager, marketing and communications in the Department of Athletics, partnering to develop the evolved Guelph Gryphons logo.

The final designs were shaped through consultations with students, faculty, staff, alumni, athletes, donors and industry partners led by Elizabeth Thomson, special projects manager, under the direction of Olya Yousefi, director of digital engagement and marketing. 

“Our objectives were rooted in engagement, excitement and innovation,” says Yousefi. “The design strategy leveraged in-house talent and community consultation and resulted in an identity that strengthens our Gryphon culture and reflects our mission to improve life on campus and beyond.”

Digital initiatives will reflect the new visual identity within the first year, though many physical brand assets will remain on campus for several years, with signage and other physical assets being replaced at the end of their life cycles.  

To learn more about U of G’s brand evolution, visit the official brand evolution website.  

Previous and evolved University of Guelph logos side by side. The previous logo features “University of Guelph” in stylized cursive writing inside a black box. The words “Improve Life” sit on its right. The evolved University of Guelph logo is more modern and has the words “University of Guelph” below a digitally drawn emblem, a gold and red shield-like symbol with four icons: on the top is a golden Gryphon, a mythical beast looking right with its front claw slightly hovering above the ground, a sharp beak and sharp lines illustrating its wings; a book with a bookmark in its middle, a compass-like symbol with gold in its centre, and a cornucopia.
Previous (left) and evolved U of G identity (right)

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